Innovative sponsorship deal supports women’s football and children’s charity

XL@Football has signed a multi-year principal partnership deal with Kent Reliance ahead of the start of the new football season; a deal which also benefits a local children’s charity.

Savings provider Kent Reliance, part of OSB Group, has signed a 3 year deal as Club Sponsor supporting XL@Football’s senior, youth and coaching teams, and their dedicated player development pathway.

As part of the deal, Kent Reliance will receive branding on the front of all matchday, training and coaching kits but, in an innovative arrangement, it has donated these valuable sponsorship assets to Demelza Hospice Care for Children, a charity that supports families who have children with a serious or terminal condition.

XL@Football is the brainchild of Stuart Grist a local businessman and the Academy’s CEO who identified the huge disparity in women’s football and academy structures, and the massive underinvestment in the women’s game.

Stuart created the Academy to level the playing field between the women’s game and that of the men’s, giving young girls the same opportunities and a pathway to playing at the highest levels by providing the same technology, coaching and professionalism that already exists in the boy’s and men’s game.

The club has achieved huge success in its first season, reaching the National Cup Final in the Junior Premier League (JPL) and finishing as JPL runners-up, whilst the senior team won promotion to the South East Counties Women’s Football League Division One.

Stuart said: “This is an amazing and valuable sponsorship arrangement.

“Kent Reliance’s support has enabled us to treble the size of the club this year, offering more women and girls the opportunity to play football both nationally and across the south east of England. To have Kent Reliance gift their shirt sponsorship to Demelza is also a fantastic gesture.

“We could not be prouder to be jointly supporting a local charity doing such important work in our local community and we look forward to this valuable three-way sponsorship tie-up.”

Paul Whitlock, Group MD – Savings for OSB Group, said: “With our purpose being to help our customers, colleagues and communities prosper, we don’t see ourselves as a sponsor – we’re a partner to both XL@Football and Demelza.

We’ve been inspired by the valuable work they both provide and I’m delighted that we can play a part in supporting these important organisations who in turn support their local communities and the many families that rely on them.”

Mary Haisman, Demelza’s Senior Corporate Partnerships Executive, commented: “We’re so grateful to Kent Reliance and XL@Football for supporting Demelza with this initiative. As a charity, we’re almost entirely dependent on those around us to provide the funds that keep our services going, so knowing we have support from our local community means so much to everyone at the hospice. “

Notes to Editors

If you have any questions or require further information, please contact:

  • Stuart Grist
  • CEO – XL@Football
  • Email:

About XL@Football

XL@Football is a female football club offering unique footballing opportunities to women and girls in both national and south east based leagues and competitions. Established in 2020 to “level up” the female game and provide quality academy coaching, facilities and equipment, XL@Football is a player centric professional football club for female players.

Its mission is to develop each and every player to reach their maximum potential as a player and as a person. XL@Football understands the uniqueness of each player and recognises that no two players develop identically. As such, its Continual Player Development cycle is tailored to each individual player whilst understanding their needs and requirements and ensuring collectively both the player and the club reach their full potential.

The youth teams play their home games at Kings Hill Sports Ground in Maidstone, with the senior team playing at the Beckenham Town FC Stadium.

About Kent Reliance/OSB Group

OSB Group, through its retail savings brands Kent Reliance and Charter Savings Bank, serves ‘overlooked and underserved’ UK communities, with simple, competitive savings products, and supports those who are ‘overlooked and underserved’ by partnering and supporting key community initiatives across the UK.

OSB Group strives to create positive change for local and UK-wide communities through charitable contributions as well as employee giving and volunteering, and invests in thoughtful, innovative partnerships and programmes that align with its strategic objectives and builds the capacity of individuals and communities to succeed. 

OSB began trading as a bank on 1 February 2011 and was admitted to the main market of the London Stock Exchange in June 2014 (OSB.L). OSB joined the FTSE 250 index in June 2015. On 4 October 2019, OSB acquired Charter Court Financial Services Group plc (CCFS) and its subsidiary businesses.

On 30 November 2020, OSB GROUP PLC became the listed entity and holding company for the OSB Group. OSB is a specialist lending and retail savings Group authorised by the Prudential Regulation Authority, part of the Bank of England, and regulated by the Financial Conduct Authority and Prudential Regulation Authority. The Group reports under two segments, OneSavings Bank and Charter Court Financial Services.

About Demelza

Demelza provides specialist care and emotional support for children with terminal conditions, whether in family homes across East Sussex or in the family hospices in Sittingbourne and Eltham.  Demelza can help families and their loved ones enjoy their time together, for as long as they have.

Right now, there are almost 50,000 children with terminal conditions in the UK.  And as more children live longer with their conditions, there’s an increasingly urgent need to support them and their families.

As a charity, Demelza is almost entirely dependent on the generosity of its supporters to provide the funds that keep its services going.

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